STI OC Result

1. Google Checks In to the Hotel
Business
Wilhelm Glaetzle

2. Hotel (Trip) Booking
• TripAdvisor
– 78.3 m visitors a year
• Priceline
– 71.6 m visitors a year
• Expedia
– 56.1 m visitors a year

3. Why Booking Business?
• $ 450 billion on travel and tourism (U.S.)
• Risky move!
• Bypassing Google‘s biggest advertisers
– Expedia $ 1 billion
– Priceline $ 1.5 billion
• That‘s 5% of Google‘s annual advertising
revenue

4. Bad Work-Flow
• Current booking Work-Flow is not optimal
Google search
OTA (1 to n)
Booking
Pay

5. Google’s Work-Flow
• All by Google
• Now it’s optimal?
Google search
Google booking
Google Wallet

6. What Google did so far
• Google Hotel Finder

7. What Google did so far
• Google Hotel Finder

8. What Google did so far
• Google Hotel Finder

9. What Google did so far
• Google Hotel Finder

10. What Google did so far
• Google Hotel Finder (Search, Maps)
– Bypass
• Expedia
• TripAdvisor
• Priceline
– Place information
• Advertisements ( e.g. www.seekda.travel )
• Special offers
• Hotel pictures and virtual walk troughs
• Google+ integration
• Google Hotpot

11. What’s missing in the Google Work-
Flow
• Booking?
– Third party!
• Booking.com
• Hotels.com
• …
• Payment (Google Wallet )?
– Only within the US
• Mail address
• Bank account
• Hotel

12. Thanks for your attention
Questions